Tag: Customer loyalty

Introduction: The definitive guide to customer service for online stores

Preface: The Customer Service Nirvana

Customer Service Nirvana

As the owner of an online store with a slick design, stand-out product, cool brand, and entrepreneurial spirit, you are passionate about building your business, your brand, and delivering great customer service.

Us too. Great customer service is our way of life, our mission, and our strategy. Our secret weapon is our approach to intelligent customer communication and real-time customer service conversations — interaction that increases conversions, builds retention and reduces costs.

We both know why we love customer service so much, right? Word on the street is that great customer service builds trust and loyalty like nothing else. And there’s more too…

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Introduction: The definitive guide to customer service for online stores

Winning The Competitive Battle In E-Commerce

Every definitive guide is driven by a big idea. After a ton of research, building on our own experience, and speaking with our own customers, here’s ours:

“If Customer Service is the New Battleground, then Conversation is where it will be won.”

In this post you will find all the research data – logically structured in two pyramids – to proof that personal, real-time Conversations will win the Customer Service battle in E-Commerce.

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Chapter 1: The three principles of great customer service

Busting Customer Service Myths

Busting Myths

During our research for this guide, we uncovered many studies, reports, and articles from 2014 (Nick Toman guest post and Forbes), 2013 (Salesforce), and 2012 (Harvard Business Review: Stop Trying to Delight Your Customers!) that challenge conventional thinking about customer satisfaction, loyalty, and whether customer service should be a cost center.

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Chapter 4: The great customer service model

Measuring E-Commerce Success: Customer Service Metrics, KPI’s & more


It really doesn’t matter whether you are selling electronics, home and garden, food and drink, or funky clothes. At some point, after your online store takes off, measuring results becomes especially important.

When you’re taking things to the next level, you need to be sure you’re measuring the right stuff, the right way, so you stay on the path to growth.

So, if you measure (and reward) your team for lowering call time, for example, yes, you will cut costs in the short term. But, as we know from our principles and strategy pillars, lowering call time alone does not meet the needs of the customers and will not best generate customer satisfaction or loyalty.

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Chapter 5: The conversation roadmap

Relational Shoppers: The BFF Of Any E-Commerce Store!

Relational Shoppers

“Transactional shoppers are your bargain hunters. They come and go. But as a cool store with a great brand, Relational Shoppers are your BFF!”


Current mainstream wisdom tells us all shop owners should strive to offer unbelievably awesome support to every single customer, all of the time, and constantly exceed their expectations — so attaining service nirvana.

In reality, while exceeding customer expectations may (depending what any single customer values most) delight some, it will actually result in ever-spiraling costs and definitely not make your business any more profitable.

There are three reasons for that.

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Chapter 5: The conversation roadmap

The Value of Emotional Connection

Emotional Shopper

Generation X expects it, Millennials (Generation Y) expect it. Generation Z expects it. And Relational Shoppers of all generations will metaphorically stand up and leave your online shop if they don’t get it.

We’re talking about The Human Conversation: a real-time, personalized, super-friendly, and effective service interaction which bridges the digital/human divide and creates a strong emotional connection with your customers.

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Chapter 5: The conversation roadmap

The 10 Steps of Human Conversation

The Human Conversation

There are lots of good resources on live chat etiquette. However, The Human Conversation offers a ten-step approach to help step up the soft skills of your support team.

By following our guide to The Human Conversation you will be able to reap maximum customer satisfaction and loyalty benefits from your service conversations — in the most cost-effective way possible.

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Chapter 5: The conversation roadmap

The Roadmap To Great Conversation

The Human Conversation

You should aim to deliver fast, effective support consistently, across every channel.

In this section of our guide you’ll find a roadmap to managing and deploying great support conversations for your web store. With this roadmap, you’ll improve customer satisfaction and loyalty and lower support costs too — no matter which stage of business you are in.

Nine times out of 10 your channel strategy will revolve around e-mail, phone, and live chat — your customer’s preferred channels.

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